1) The U.S. government has passed laws regulating the use of e-mail marketing
because:
A.it results in high volumes of spam and many consumers consider it a nuisance.
B.of the huge costs involved in monitoring Internet traffic.
C.it violates the privacy of online users and makes unauthorized use of consumer data.
D.it makes use of comparative advertising.
E.it involves sharing of a company’s confidential data with the consumers.
2) Which of the following is a limitation of door-to-door sampling?
A.It can be used only by multiproduct firms.
B.It is subject to increasing postal rates.
C.It can be used only for food products.
D.It involves high labor costs.
E.It must always be used in combination with another sampling method.
3) In 1977, the _____ held that state bar associations’ restrictions on advertising are
unconstitutional and that attorneys have First Amendment freedom of speech rights to
advertise.
A.Federal Trade Commission
B.American Bar Association
C.U.S. Supreme Court
D.Better Business Bureau
E.American Marketing Association
4) Humorous messages enhance the effectiveness of an advertisement by:
A.eliminating fear appeals.
B.reinforcing the recency effect.
C.reinforcing the primacy effect.
D.stimulating immediate purchasing behavior.
E.putting consumers in a positive mood.
5) In a(n) _____ scheduling method, a regular pattern of advertising is developed
without gaps or nonadvertising periods on an ongoing basis without regard for
seasonality.
A.flighting
B.oscillating
C.pulsing
D.continuity
E.weighted ratings
6) Nina argues that it is unfair and deceptive to advertise to children. Which of the
following statements is likely to strengthen her argument?
A.Children can differentiate between commercials and programs.
B.Children can perceive the selling intent of commercials.
C.Children require no guidance to distinguish between reality and fantasy.
D.Children require cognitive defenses against misleading advertisements.
E.Children require their parents to make the actual purchase.
7) Which of the following is true of the qualitative media effect?
A.It is the influence a medium has on a message.
B.It is the general guideline used to determine the quality of a medium.
C.It indicates that the image a message conveys is transferred to the medium.
D.It is also known as the shaping effect.
E.It is the measurement used to indicate the effectiveness of a message.
8) One of the weaknesses associated with a focus group research is that the results are:
A.inaccurate.
B.difficult to obtain.
C.not directly observable.
D.not immediate.
E. not quantifiable.
9) Which of the following is true of the problems associated with the centralized
organizational structure?
A.It does not enable a transfer of functions and responsibilities associated with
advertising and promotions to the brand manager.
B.It does not facilitate coordination with external advertising agencies.
C.It makes it difficult for the advertising department to understand the overall
marketing strategy of the brand.
D.It makes it difficult for the brand manager to coordinate with the various departments
within the organization.
E.It facilitates disassociation of advertising managers from the category management
system.
10) According to D’Arcy Masius Benton & Bowles’s universal advertising standards,
which of the following is true of a power idea?
A.It must always use inherent drama while portraying the advertisement.
B.It must always have reference to the final execution.
C.It must avoid being described in simple words or phrases.
D.It must revolve around the clinching benefit.
E.It must avoid centering the ad on consumer benefits.
11) What is the reason for publicity being considered by many marketers to be the
strongest form of marketing communications?
A.Its effectiveness at completing the communications process
B.Its ability to make or break a brand
C.Its inability to affect sales
D.The ease with which it complements other communications activities
E.The positive image it always attaches to products and organizations
12) _____ refers to consumers’ general perceptions of the quality of products made in a
given geo-political region.
A.Cross-selling
B.Country-of-origin effect
C.Halo effect
D.Global imaging
E.Central Hudson test
13) _____ are catchy songs about a product or service that usually carry the advertising
theme and a simple message.
A.Headlines
B.Taglines
C.Voice-overs
D.Jingles
E.Needledrops
14) Personal selling is typically under the control of the _____.
A.sales manager
B.advertising department
C.promotions department
D.marketing department
E.operations manager
15) Which of the following is a reason for Brazil’s economic growth?
A.Emergence of the lower middle class
B.Limited political influence in business
C.Strict import restrictions
D.Reduction in population densities
E.Greater population diversity
16) The most popular method for distributing coupons is through:
A.newspaper freestanding inserts.
B.direct mail.
C.product packaging.
D.magazines.
E.the Yellow Pages.
17) In the final stage of the meaning transfer model developed by Grant McCracken:
A.celebrities draw powerful meanings from the roles they assume in their careers.
B.celebrities bring their meanings and images into ads for the products they are
endorsing.
C.the meanings that celebrities have given to products are transferred to consumers.
D.promotional campaigns are organized in the presence of the media.
E.the meanings created by celebrities are developed into advertisements.
18) Video advertising, digital billboards, and ambient advertising are forms of:
A.aerial advertising.
B.television advertising.
C.magazine advertising.
D.digital out-of-home media.
E.digital network advertising.
19) Humorous messages are generally considered effective as they enhance _____.
A.counterargument
B.comprehension
C.attention
D.support arguments
E.source derogation